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# Plz analyse the goal

Author Message
Intern
Joined: 02 Jun 2016
Posts: 30

Kudos [?]: 1 [0], given: 26

Location: United States
GMAT 1: 710 Q49 V36
GPA: 3.5

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01 Feb 2017, 04:52
Hi guys,

I have 4 yrs WE in finance and auditing. Then I shifted to marketing working as a consultant for an start-up doing app and website development. I have 1.5 yrs WE as marketing consultant.

Short term goal- to be a brand manager in retail/cpg industry
Long term goal- marketing director of a fortune 500 company belonging to retail/cpg industry

My questions are:

1. While writing goals essay should I specify that I want to be a brand manager in so and so industry or can I skip the industry and directly write the name of companies which recruit from college
2. Is my goal reasonable sounding?
3. Can i mention both retail/cpg

Kudos [?]: 1 [0], given: 26

Joined: 19 Apr 2016
Posts: 178

Kudos [?]: 29 [0], given: 0

Schools: CBS '13 (A)
Re: Plz analyse the goal [#permalink]

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01 Feb 2017, 09:15
Hi there,

I believe I answered your question in the "B-School Application" forum but here it is again for your reference.

************************
Hi there,

Great questions! When it comes to articulating your goals, you want to balance specificity with flexibility. By that I mean that it’s great that you know exactly what you want to do (the adcom is looking for that) but you don’t want to appear too narrow or inflexible which could then make the adcom question if you’ll be unemployed if “plan A” doesn’t work out. So in your case, specifying the role and industry is great and you could also include a couple of companies as examples – i.e. brand manager at a CPG company such as Unilever or Mondelez.

I’m the co-founder of an admissions consulting firm now but prior to joining that venture full-time, I was a brand manager at a large beauty company (take a wild guess which one!), so here are a few more tips from my experience:
- CPG and retail are different industries. CPG companies are manufacturers and are typically marketing-driven organizations. Retail companies specialize in delivering products to the end-consumer and are retail-driven organizations (think merchandising, planning, buying, etc.) Some CPG companies do have retail operations (i.e. L’Oreal owns Kiehl’s which sells direct to consumers) and some retailers also manufacture (i.e. J. Crew) but you get the idea. My point is that I suggest picking one or the other as you articulate your goals. If you’re truly open to both, then that’s OK too, but I would make it clear that you know these are two different things.
- I would double check the title in your LT goal. In many companies, the title “marketing director” is only one or two levels above “manager”. I would encourage you to aim higher or at least provide a bit more detail behind what you expect to do/accomplish as a marketing director so it’s clear what your vision is.
- Whether you go with CPG, retail, or both, what will be even more important than the goal itself is the “why” behind it and what you hope to achieve. Why are you passionate about brands? How do you see yourself making an impact? Or is it more about a sub-segment of the CPG industry – personal care, food, beauty, etc.?

I hope this was helpful! Best of luck to you! If you’d like to chat more about all of this, please feel free to reach out.

Best,
Melody

P.S. Here's a helpful summary of the MBA recruiting landscape for brand management if you’d like to check it out: MBA CAREER SPOTLIGHT ON: Brand Management
_________________

Kudos [?]: 29 [0], given: 0

Intern
Joined: 02 Jun 2016
Posts: 30

Kudos [?]: 1 [0], given: 26

Location: United States
GMAT 1: 710 Q49 V36
GPA: 3.5

### Show Tags

01 Feb 2017, 09:36

Kudos [?]: 1 [0], given: 26

Joined: 19 Apr 2016
Posts: 178

Kudos [?]: 29 [0], given: 0

Schools: CBS '13 (A)
Re: Plz analyse the goal [#permalink]

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02 Feb 2017, 13:54
You're welcome! Did you look me up on LinkedIn? Just kidding, and yes it was.
_________________

Kudos [?]: 29 [0], given: 0

Re: Plz analyse the goal   [#permalink] 02 Feb 2017, 13:54
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